Google Ads for a US-based health & wellness brand
Using policy-compliant ad copy, tight keyword and negative-keyword management, restructured campaigns and clean conversion tracking, we launched compliant Google Ads and drove qualified leads in a highly regulated category.
About the brand
Our client is a health and wellness clinic offering personalised weight loss treatments, ketamine-assisted therapy and other specialist healthcare services. They wanted more qualified leads through Google Ads but faced strict advertising policies, repeated ad disapprovals, weak campaign performance and unreliable conversion tracking.
The goal was to build compliant, high-intent search campaigns that improved visibility, generated genuine enquiries and reduced the cost per acquisition.
The hurdle
The brand faced several Google Ads challenges:
- Campaigns were flagged for policy violations in a sensitive health category, so ads wouldn’t run
- Ad copy and landing pages used non-compliant terms and exaggerated claims that risked disapprovals
- Conversion tracking was inconsistent, so it wasn’t clear which campaigns drove leads
- Remarketing is banned for sensitive health topics, and broad match was wasting budget on irrelevant traffic
Our process
01Compliance & Account Setup
Handled Google’s healthcare verification and rebuilt the account so ads could run without policy flags.
02Compliant Ad Copy & Landing Pages
Rewrote ad copy and landing pages to pass compliance checks while staying compelling, and A/B tested for trust and conversions.
03Keyword & Targeting Strategy
Built intent-based ad groups, switched from broad to phrase and exact match, and added negative keywords to cut wasted spend.
04Conversion Tracking & Scaling
Fixed conversion tracking across Google Ads, Analytics and Tag Manager, then scaled the best-performing campaigns.
Implementation
From compliance to compounding leads, every move is mapped before you spend a dollar.
Strengthening Compliance & Messaging
Reworked the ads from top to bottom to meet Google’s standards around sensitive topics.
Fixing Broken Conversion Tracking
Found and fixed an inconsistent tracking setup, especially in Google Tag Manager.
Improving the Landing Page Experience
Refined the copy to better match what ideal customers were searching for.
Ongoing Optimisation
Performance tracking and iterative refinements.
What success looks like
The campaign compounded results:
Once the account was restructured around Google’s healthcare and supplement advertising policies, campaigns moved from repeated disapprovals to consistent, stable delivery. With compliant ad copy, rebuilt conversion tracking and tightened keyword targeting in place, the brand reached in-market shoppers searching for weight management, energy and wellness products — without the policy flags and wasted spend that had previously stalled performance.
